Apple is forging closer ties to the fashion world as it plots its foray into the fertile field of wearable technology, trying to win over a critical crowd that may prove crucial to the success of consumer gadgets worn around the body.

Apple’s wearable product is expected to be its long-rumored smart watch, dubbed “iWatch.”

Besides being a health and fitness device, the iWatch is likely to be promoted by Apple as a fashion accessory. Although images of the device are yet to be leaked, it’s expected to have a stylish design by Apple design chief Jony Ive, who reportedly implied that traditional watchmakers would be in “trouble” following the product’s launch.

The iWatch is also expected to be marketed by Apple as a fashion item with the help of retail chief Angela Ahrendts and vice president Paul Deneve, who were hired by Apple last year from the luxury fashion houses Burberry and Yves Saint Laurent, respectively. Also likely to help out with the device’s promotion is Patrick Pruniaux, who was poached by Apple earlier this year from the top level of the sales team of the Swiss luxury watchmaker Tag Heuer.

Last month, according to Reuters, Apple showcased fashion and retail apps during a special event for select style editors at one of its retail stores in New York.

And now, the company is apparently set to showcase its first-generation wearable at its upcoming special event in front of top fashionistas.

Apple is rumored to unveil the iWatch alongside the “iPhone 6″ on Tuesday, Sept. 9, at the Flint Center on the DeAnza College campus in Cupertino, California.